The New Year is almost here, so it’s time to position yourself to take advantage of the 2020 marketing trends that will impact your medical practice. Digital marketing has continued to evolve in 2019. So, out with the old and in with new. Let’s look at what you need to consider changing.
2020 Marketing Trends for Social Media
Many plastic surgeons have seen engagement changes in social media in 2019. So, it’s time to evaluate your social media activity.
- Engagement on each channel
- Type of information for posts
- Sharing frequency
- Time requirement (identify assistance if needed)
PUMC clients are currently seeing more engagement on Instagram than other social media channels. Medical spas (especially those with daily and weekly specials) get significant engagement on Facebook posts and ads. We rarely see much engagement on Twitter.
Maintaining Google My Business remains at the top to optimize your search results. Add weekly posts, services, short name in addition to maintaining your links.
Videos remain a popular tool for social media and websites. Shorter videos that have concise information get the best results. It’s challenging to keep your audience’s attention in a 15 minute video conversation. Ask PUMC or your agency for best video practices.
Online Reputation Management in 2020
There are many tools and sites to display your reviews. You should always request, respond and manage your reviews. Because that requires a lot of time for you or your staff, PUMC offers Global Online Reviews (GOR) to streamline the process. GOR pulls everything together and redisplays your best reviews with source links on your website.
One caveat to consider if you engage a review service: Many services promote reviews written only on the service’s website. This is very convenient since it can be done in your office, and most offer to re-display reviews on your website. However, you won’t have all those reviews if you leave the service. In addition, Google reviews are the first seen, so you should not ignore these. PUMC recommends building your online reputation on review sites where you will always have them.
2020 Marketing Trends for Content
Content remains king in 2020. But, it takes on a more conversational tone. Personalization takes a big jump too. For example, categorize your blogs so readers can find what they want easily. As you write about cosmetic procedures, include your most frequently asked questions. Don’t forget that visuals and videos help convey your message. This may include:
- Who is a candidate for the procedure
- How the procedure is done
- Recovery time
- Potential results
- Link to Before & After photos
- Link to testimonials
Understand your E.A.T (Expertise, Authoritativeness and Trustworthiness)
Google is always assessing content and changing its search algorithms to make it easier for readers to find their preferred content. So, your website must transition with these changes for your best search engine optimization (SEO). Your agency should keep you updated on changes.
For several years, Google has looked at expertise, authority and trusted content when displaying search results. In 2019, they provided some questions and resources to help you understand how to improve your E.A.T. score. Thus, it’s a good idea to look over this information. You can ensure that you are writing (or approving) the best content for blogs and your website.
Marketing Trends for PPC
Organic search results aren’t what they used to be. You’ve probably noticed that there are ads that appear in Google searches and maps. So, most plastic surgeons are taking advantage of Pay Per Click (PPC) for their top procedures in Google. Experts can do this very cost-effectively with excellent results. While individuals can do Google ads (especially with smart bidding), they usually spend more money than necessary due to lack of experience.
- Automation for PPC is projected to increase in 2020. Professionals will use scripts, smart bidding and other automated tools to get the best advertising results.
- Marketing content should be integrated across PPC, website, social media channels, blogs, etc. At PUMC, we have always looked at integrating marketing messages across multiple locations. So, you’ll see more of this in 2020 marketing trends.
Developing a strategic marketing plan that incorporates all your messages and content/images for each marketing vehicle can help you stay on track. 2020 will be a challenging year. If you don’t have the staff or aren’t sure where to start, contact PUMC for an assessment. It’s our business to understand how to best implement the 2020 marketing trends!